A Study On The Marketing Of Leisure Clothing In Modern China

Because of the speed-up of the life rhythm and the increase of working pressure, relaxation andleisure become a popular mood in spare time. Reflecting on the clothing it is a comfortable andnatural tendency that does not care the custom and is not restrained to mode. Therefore leisureclothing has become the mainstream of modern clothing.The leisure clothing is choice for artistic and practical dressing up in daily life because of its smartmodeling. The leisure clothing with its cultural character which could manifest individual mentality,style and status and could bring an unrestrained comfortable feeling makes it consumers' favor. Thespiritual and material union is an important part that people are for. The leisure clothing caters thisdemand.The leisure clothing has developed rapidly and there is a spectrum of leisure clothing products. Theleisure clothing increases day by day in the category, tends to the seriation, from length funds toshortfall, from plain color to strip. The leisure clothing extends widely in the aspect of design andsubdivides in product structure. There are "the romantic leisure class", "the vanguard leisure class","the movement leisure class" and "the formal leisure class" and so on. In the aspect of color it variesalso individuality. The materials which are primarily cotton, kapok, hemp, silk and wool manifestthe main tuning as nature and health.At present the problem at the leisure clothing marketing is that there are no dominant trademarks. Inthe market concurrence we should make our national mark, pay attention to the additional value,produce marketable clothing, try to have more market percentage, increase the marketing strategy toget the win-win situation of trademark effects and economic profits.